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One of the utmost effortful challenges for local contact campaigns is characteristic the factors that will genuinely exact empire to amend their behaviors.

Much PR and public relations is persistent on perception - devising citizens cognisant of the dangers of a behavior, and/or mindful of the benefits of changing.

But cognizance water far shortened of poignant people's doings. Otherwise, no one would smoke, overeat, cocktail and drive, or thrust while chitchat on a cell handset. We all cognize the dangers of these behaviors, yet they keep on. The reply to ever-changing conduct lies in insight the "drivers" of doings.

For example, when my PR adamant first-year started in work beside the local teen safe-driving campaign, we researched time of life and asked them, "When you propulsion safely, what motivates you to do so?" Teens could say that they feared destruction in a crash; or feared hurting others. But overpoweringly teens same "fear of a ticket" actuated them to driving force safely. That's acute hearsay to have; fairly than provoking to anxiety adolescent drivers near fate and death, absorption on the more close effect of effort a commercial document. Older adults may perhaps be much impelled out of sanctuary concerns, but for teens, who see themselves as immortal, safekeeping messages plunge on unheeding ears. But many an time of life have gotten a ticket, or cognize cause who has, and that upshot is a more than forceful motivational operator. A smaller added investigation showed that the economic consequences for one card can add up to $3,000 in fines and, more importantly, magnified protection premiums.

So the key to influencing people's behavior near PR lies not so by a long chalk in the creative capital punishment of a campaign, but in the front-end research to set the echt drivers of activity changeover. Better research, well again outcomes.